Reader comment of the week

This week I’m spotlighting a comment by a reader named Kamurray, who condensed into eight words a lesson that took me six days to learn at boot camp.

Earlier this week I asked readers to vote on which of my 30-second pitches for BargainBabe.com was the best. Kamurray’s comment responded to that post.

Who is your pitch aimed at potential advertisers? Advertisers want people who have disposable income and are willing to spend it. That rules out #1, 4, and 5. You don’t want anything with a real or potential negative slant. It gives buyers an easy reason not to buy. None of these say why BargainBabe.com stands out among the countless bargain hunting sites on the web. Every business has some inside advantage that is unique to them. Only you can determine what that is. Your pitch needs to relay your uncommon offering in 15-20 words. Remember that this is a business pitch. The wording should be more polished and professional.

Kamurray’s point is that a pitch to customers, i.e. people who pay me, has to be uniquely directed at them, not at readers. With that in mind, here is the final pitch I came up with:

Does your business have enough customers? For many businesses, the answer is no. BargainBabe.com connects them with people who are ready to spend.

I feel a bit cold-hearted after all the years I spent in journalism, where the whole point of working long hours for low pay is to “serve the reader.” As a reporter, my readers were in essence my customers. If you had a lot, you were important.

Now, as an entrepreneur, the reader is no longer the customer (defined as someone who pays you), though there is a donate button on the upper right side of this site. In businesses, meeting the needs of paying customers is top priority. The point is to make money, afterall. I’m not blowing off my readers, but they are not my sole concern anymore. I’ve got to balance the interest of both customers and readers – and their disparate needs – to be successful.

Comments

You are wrong to think the reader is no longer the customer. They are in fact the only reason anyone would want to advertise with you. Serve the reader with good, truthful money saving information and then your advertisers will be served with your strong audience.
Since you write about saving money etc you are a consumer reporter. Therefore your customer is the consumer, the reader of your blog. The advertisers hitches a ride on your success in reaching readers who are interested in your message. However, make sure that you choose the appropriate advertiser for your site. They should compliment your message.